Ahead of NDA’s second “legendary” Trinity Lunch to be held in Manchester, we catchup with Olivia Waite, Sales Director, Channel Factory.
Is this your first Trinity Lunch event and what do you expect from the day?
I’m delighted to take part in my second Trinity Lunch event. I attended the inaugural lunch in the North last year, which coincidentally fell on my fourth day at Channel Factory! It provided a fantastic platform for me to introduce myself to the industry and share the exciting news about our office launch in Manchester.
I’m looking forward to a fun and relaxed afternoon brimming with valuable networking opportunities and engaging conversations with industry peers from the North of England.
From conversations and presentations you’ve seen and been part of, what is the industry talking about right now?
There is a great deal of conversation about sustainability, carbon neutrality, and inclusive planning, because these issues are increasingly central to brand reputation, consumer preferences, regulatory requirements, and long-term business success.
Advertisers are recognising that embracing these values can lead to positive outcomes both for their clients and for society as a whole.
If you were to highlight three topics as being most important to your partners and clients, what would they be?
1) Creating effective data strategies that incorporate first-party, second-party, and third-party data while ensuring brand safety and GDPR compliance is essential in today’s data-driven marketing landscape. Advertisers must adapt their strategies to maintain GDPR compliance and protect customer privacy, while also achieving their business objectives.
2) Attention is a crucial element of digital marketing. To succeed in the digital landscape, marketers must understand how to capture and maintain the attention of their target audience amidst the noise and distractions of the cluttered online world.
3) Brand safety continues to be a paramount concern for businesses and advertisers. Maintaining a pristine brand image, free from any harmful, controversial, or inappropriate content associations, is essential.
However, the ever-changing landscape of the digital world brings forth unforeseen challenges, as exemplified by the recent Russell Brand incident. This serves as a stark reminder of just how swiftly brand safety can be jeopardized in today’s digital era. To counter these risks effectively, it is imperative to remain vigilant and enlist the support of dedicated brand safety partners, such as Channel Factory.
Is the digital marketing industry ready for the ‘cookieless’ era?
The digital advertising industry is in a state of flux as it navigates the shift away from third-party cookies. Companies are exploring alternative solutions like contextual targeting and leveraging AI and machine learning to adapt, and many of those solutions promise (and in Channel Factory’s case – already deliver) effectiveness.
However, measurement remains a challenge, and a well-defined data strategy is crucial. Advertisers will need to monitor the situation closely and remain agile to succeed in this changing landscape.